THE CONTEXT
The homepage is often the first point of contact for new visitors exploring the organisation and its mission.
Stakeholders highlighted that too many users left the site without fully understanding what the organisation stands for or how they could get involved. The previous layout presented the mission statement, but it wasn’t engaging, clear, or strategically positioned to support deeper exploration.
Additionally, the homepage lacked a strong entry point into two high-priority areas: membership and events.
THE PROBLEM
The initial UX audit (Nielsen Norman heuristics) and early survey responses revealed several shortcomings:
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Low visibility of the core mission the statement blended into the layout and wasn’t digestible at a glance.
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Weak hierarchy: CTAs weren’t guiding users toward meaningful actions.
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Events were difficult to discover, buried as the sixth or seventh item in the navigation.
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Limited visual engagement, resulting in poor first-impression impact.
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No clear path to join the alliance, as a membership CTA did not exist at all before redesign.
AIM & OBJECTIVES
The homepage redesign aimed to:
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Clearly communicate who the organisation is and what it stands for.
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Improve content hierarchy so users understand the value proposition within seconds.
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Create intuitive entry points into membership and events.
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Strengthen visual engagement using modern, inclusive and appealing components.
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Reduce cognitive load and remove friction for first-time visitors.
RESEARCH INSIGHT
Insights came from three inputs: primary survey, heuristic audit and formative usability testing.
These findings clarified the opportunity:
To transform the homepage into a clear and engaging introduction that showcases the mission instantly,
strengthens navigation toward high-value actions, and supports stakeholders’ goals of visibility, engagement and event discovery.
DESIGN STRATEGY
The redesign decisions for the homepage were driven directly by patterns uncovered across the primary survey,
the heuristic audit, and the formative usability testing.
Together, these insights highlighted gaps in clarity, weak hierarchy and a lack of meaningful entry points that made it difficult for users to understand PSA’s purpose or know where to begin.
Each design action whether restructuring the hero area, elevating CTAs, adding validation cues or surfacing events earlier was shaped by what users consistently struggled with and what they explicitly asked for.
The following cards outline the final decisions and the rationale behind them, showing how the redesign resolved the issues revealed through research and testing.
BEFORE & AFTER
RESULTS AND IMPACT
The redesigned homepage produced immediate, measurable improvements in clarity, navigation efficiency and user confidence.
Formative usability testing showed that users were able to understand PSA’s mission faster, identify where to start and reach key sections such as events and joining pathways without hesitation.
The combination of a simplified mission introduction, a welcome header for orientation, a more engaging video format and elevated CTA visibility reduced confusion and significantly cut task-completion times.
These changes collectively strengthened first-impression trust and improved the homepage’s role as a functional gateway to the broader site experience.
REFLECTION
The redesign of the homepage demonstrated how small structural and content-level shifts can meaningfully reshape user behaviour.
By clarifying PSA’s purpose, elevating high-value actions, and reducing cognitive load, users moved through the site with far greater certainty and speed.
The improvements were not only measurable in testing faster recognition, stronger comprehension, clearer navigation but also evident in user sentiment.
Participants expressed a stronger sense of orientation and purpose upon arrival, confirming that the homepage now acts as a confident entry point rather than a barrier. These results highlight how aligning information hierarchy with real user expectations can unlock immediate gains in clarity, motivation and engagement.